7 Ps of Marketing Explained

• 7 Ps of Marketing is an extended version of the traditional 4 Ps: Product, Price, Place, Promotion, People, Process, and Physical Evidence.

Product

• The goods or services offered, fulfilling a customer need or desire.

Price

• The cost customers pay, should be competitive and reflect perceived value.

Place

• Where and how the product is available, such as online, retail stores, or distribution channels.

Promotion

• Advertising, sales strategies, and promotional efforts to reach customers, like social media and offers.

People

• Employees and customer service teams impacting customer experience.

Process

• The systems and processes involved in efficiently delivering a product or service.

Physical Evidence

• Tangible aspects that ensure customers of quality, including branding, packaging, and store layout.
• Entertainment marketing involves promoting entertainment-based products or using entertainment to market non-entertainment products.
• It engages audiences by tapping into emotions and pop culture.

Types of Entertainment Marketing

• Product Placement: Brands appear in movies, TV shows, or music videos.
• Celebrity Endorsements: Celebrities promote products using their fanbase.
• Branded Content: Brands create engaging stories.
• Event Sponsorships: Brands sponsor concerts, festivals, or sports events.
• Influencer Collaborations: Social media influencers promote entertainment or products.
• Entertainment marketing builds emotional connections, enhances brand recall, and drives consumer engagement.
• Marketing is a systematic approach to promote and sell products or services effectively through multiple stages.

Marketing Process

• Market Research: Understand customer needs, competitors, and market trends.
• Target Audience Identification: Segmenting customers based on demographics, behavior, and preferences.
• Marketing Strategy Development: Crafting a plan that includes the 7 Ps of marketing.
• Product Development: Creating or improving a product based on market needs.
• Pricing Strategy: Setting the right price to balance affordability and profitability.
• Promotional Activities: Advertising, public relations, and content marketing efforts.
• Distribution and Sales: Ensuring products reach the right place through online, retail, or direct sales.
• Customer Engagement & Feedback: Gathering customer feedback to improve future marketing efforts.

Sales vs. Marketing

• Sales focuses on directly selling a product to customers for short-term revenue and transactions, using persuasion-based approaches like cold calling and discounts to convert prospects into paying customers.
• Marketing focuses on promoting a product to attract customers, building long-term customer relationships and brand awareness through strategy-based approaches like market research and advertising to create demand and build brand loyalty.
• Marketing generates leads; sales convert those leads into customers.
• Integrated Marketing Communication (IMC) is a strategic approach ensuring all communication and marketing efforts are unified and consistent across various channels.

Significance of IMC

• Brand Consistency: Ensures the brand message remains the same across platforms like social media, print, and TV.
• Customer Engagement: Enhances consumer experience by providing seamless interactions.
• Cost Efficiency: Reduces marketing costs by leveraging multiple channels effectively.
• Stronger Impact: Reinforces brand recall and persuasion.
• Better ROI: Increases the effectiveness of marketing campaigns by integrating all efforts.
• IMC combines advertising, public relations, social media, direct marketing, and digital marketing into a cohesive strategy.
• IMC includes various tools to communicate with customers effectively, such as advertising, PR, and sponsorships

Advertising

• Advertising is a paid marketing strategy to promote products via TV, radio, print, digital media, or billboards.
• Advertising uses persuasive messages to influence consumer buying behavior.

Public Relations (PR)

• Public Relations focuses on managing a brand’s reputation through media coverage and press releases.
• Public Relations involves crisis management and maintaining a positive brand image.
• Experiential marketing engages customers in immersive brand experiences to create memorable interactions.
• Event marketing uses events to promote a product or brand by sponsoring or hosting events for promotion.
• Experiential marketing has high customer engagement through active participation, while event marketing has medium engagement as audiences may not directly interact.

Media Kit

• A media kit is a document or digital package that provides information about a brand, company, or individual for promotional and PR purposes.
• It includes company background, product details, press releases, and testimonials.
• Media kits are used by businesses, influencers, and media houses for collaborations.

Merchandising

• Merchandising refers to promotional strategies used in retail to attract customers and boost sales.
• It includes product placement, in-store displays, promotional discounts, and branded merchandise.

Pop-Up Stores

• Pop-up stores are temporary retail spaces that allow brands to test products, engage customers, and create hype.
• They are used for limited-time sales, product launches, or brand awareness.

Advertising

• Advertising is a paid form of marketing communication used to promote products or services.
• It includes TV ads, digital marketing, billboards, and social media ads.

Television: Pros

• Provides news, documentaries, and educational programs that help people stay informed and expand their knowledge.
• Offers a wide variety of shows, movies, and reality programs catering to diverse tastes.
• Allows companies to promote their products to a vast audience, benefiting businesses and consumers.
• Exposes viewers to different cultures and traditions through international shows and channels.
• Allows events such as sports, political debates, and award shows to be viewed in real-time.
• Quickly disseminates critical information during natural disasters and emergencies.

Television: Cons

• Excessive TV watching can lead to decreased productivity and laziness.
• Prolonged screen time can contribute to eye strain, obesity, and a sedentary lifestyle.
• News channels may be biased, and advertisements can mislead viewers.
• Violent, inappropriate, or misleading content can impact young minds.
• Many people develop a dependency on TV, affecting personal relationships.
• Excessive exposure to foreign media may overshadow local cultures and traditions.

Entertainment Marketing Effect on Consumers

• Brands gain visibility when featured in films, TV shows, and celebrity endorsements, increasing brand awareness.
• Associating a product with a beloved celebrity or movie character strengthens consumer loyalty and builds emotional connection.
• Product placements in media encourage viewers to buy items they see on-screen, influencing purchasing decisions.
• Marketing strategies influence fashion, travel, and lifestyle choices by creating aspirational imagery.
• Aggressive marketing can lead to impulsive buying and unnecessary expenditures.
• Streaming platforms, social media promotions, and influencer marketing make it more personal and interactive, revolutionizing digital and social media influence.

Indian Cinema Impact on Mass Audiences

• Indian films shape societal values, traditions, and celebrations, promoting festivals, fashion, and moral ideals, influencing cultural norms.
• Many films address issues like caste discrimination, gender equality, and corruption, inspiring social awareness.
• Patriotic films strengthen national unity and pride.
• Movies provide relief from daily struggles and create a fantasy world for escapism.
• Catchphrases and dialogues from movies become a part of everyday conversations, popularizing language and dialogue.
• The film industry generates employment, boosts tourism, and contributes significantly to the economic.
• Indian cinema is now internationally recognized, with Bollywood and regional films gaining popularity worldwide, creating a global reach.

Journalism Impact on Masses

• News reports keep citizens informed about national and global events.
• Investigative journalism exposes corruption, holding governments and corporations accountable in a democracy.
• Reports on social issues like gender inequality, climate change, and human rights mobilize social change and activism.
• The rise of biased and unverified news sources spreads misinformation, leading to confusion and unrest.
• Media coverage shapes public perception of leaders and influences voting decisions, creating a political influence.
• Sensationalist news can cause anxiety, fear, or a negative worldview, creating psychological effects.
• With digital media, journalism has become faster and more interactive but also more prone to misinformation with technological evolution.

The 7 Ps of Marketing include Product, Price, Place, Promotion, People, Process, and Physical Evidence. It serves as a framework to ensure all key aspects of a business are considered. It enhances the traditional 4 Ps approach.